According to the third annual Crest and Oral B Great Canadian Smile Survey, it is! Canadians ranked the smile as the most important attribute when determining attractiveness in others, more than twice as important as physical fitness. The survey also noted that while Canadians place great importance on the value of a healthy-looking smile only 30 per cent follow the dentist-recommended at home oral care routine of brushing, flossing and rinsing. Why? 24 per cent say they can’t be bothered and 20 per cent say they don’t have the time.